群发性危机中未曝光企业响应策略对消费行为动态影响的传导机制研究

In product harm crisis involving mass brands, this research focuses on the coping strategy of a corporate that is not reported yet, and this coping strategy is defined in a two-dimensional perspective including the Intervention Timing (IT) and Coping Measures (CM). With the Contractual Level Theory (CLT) and Regulatory Focus Theory (RFT), we, in the logic of Emotional Cognitive Theory, deeply study the coping strategy and its effect on consumers purchase intention in and after the crisis, and we also investigate the moderating effect of brand reputation and consumers Regulatory Focus and the mediating effect of consumers, negative emotion and evaluation of the coping strategy. Thus, a product harm crisis scenario involving several brands/companies is reconstructed theoretically in a dynamic model. To study the relationship among the variables four CB experiments are done and multi-linear structural equation and multivariate Delta method are used. Particularly, the mechanism of consumers' different reactions in and after the crisis is examined with dynamic analysis. This study will effectively compensate for previous studies' little attention on the coping strategy of the corporate that is not reported yet but involving the crisis and the strategy is defined as "intervention timing and coping measures". Because of little attention in previous studies, the present study will also study interaction between company and consumers in short and long term of the crisis. Lastly, the theories and suggestions from this study will help the relevant corporate to establish a warning mechanism and emergency response mechanism, to abandon the logic of "the matter concerns an armchair ", and finally to wake up the whole industry to overcome the crisis together.

在群发性产品危机背景下，重点关注未曝光企业的响应策略，并从介入时机和应对措施的二维视角界定其策略内涵。借助解释水平理论和调节聚焦理论，研究涉事企业响应策略对危机中、危机后消费行为的动态影响过程及传导机制，同时考察企业品牌声誉与消费者调节聚焦属性在此过程中的交互效应，据此重构危机群发情景下消费者对企业行为反应的动态理论模型。研究过程中，将先后通过四组不同实验以及多组群线性结构方程和多元德尔塔方法对模型中的变量关系进行分析和验证，并着重从时间维度对危机中、危机后消费者不同反应与行为意愿的产生机理进行动态性比较分析。本研究将有效弥补以往研究很少关注群发性危机下企业响应策略中"介入时机与应对方式"的交互效应、未能从企业和消费者之间的互动关系视角来考察比较企业响应策略的长短期效果等不足，还将为企业建立危机预警机制和紧急响应机制，最终唤醒全行业共同应对危机的集体意识提供相应的理论依据和策略建议。

本研究在群发性产品危机背景下，重点关注未曝光企业的响应策略，并从介入时机和应对措施的二维视角界定其策略内涵。借助解释水平理论和调节聚焦理论，研究涉事企业响应策略对危机中、危机后消费行为的动态影响过程及传导机制，同时考察企业品牌声誉、危机范围与消费者调节聚焦属性等在此过程中的情境效应，据此重构危机群发情景下消费者对企业行为反应的动态理论模型。研究过程中，将先后通过四组不同实验以及多组群线性结构方程和多元德尔塔方法对模型中的变量关系进行分析和验证，并着重从时间维度对危机中、危机后消费者不同反应与行为意愿的产生机理进行动态性比较分析。此外，在关注消费行为意愿的同时，本研究还进一步拓展研究了多品牌产品伤害危机对消费者行业信任的影响，包括多品牌危机中“替罪羊效应”对消费者行业信任的影响机制等。同时，本研究重点选取乳制品行业的多品牌危机进行行业应用层次的研究，一定范围内验证了整体研究的主效应。本研究将有效弥补以往研究很少关注群发性危机下企业响应策略中“介入时机与应对方式”的交互效应、未能从企业和消费者之间的互动关系视角来考察比较企业响应策略的长短期效果等不足，还将为企业建立危机预警机制和紧急响应机制，最终唤醒全行业共同应对危机的集体意识提供相应的理论依据和策略建议。